Interview
- Goal: Collective information
- Method: Strategic communication (guiding and listening)
- Outcome:
- Open answers
- Messy details
- Contradictory points
- Technique
- Safe environment
- More listening, less talking
- Design the interview strategy + pilots
Interview 2.0: Focus Group
Design
- Size: 5–15
- Subjects read or watch something.
- Researcher ask the questions.
- Subjects express the feelings and opinions.
Pros:
- Real-life environment
- Flexibility
- Low cost
Cons:
- Non-privacy-protection
- Who lead the talk?
- No SUTVA
- Selection interviewees
Content analysis
Content Sampling
- Terminology:
- Content analysis: 100 and below
- Text analysis: above 100 (usually above 1,000)
- Unit of analysis?
- Sampling technique
- Convenient sample
- Stratification
- Clustering
Coding
- Manifest content
- Latent content
- Online asssitance: CATMA or eMargin
Example from CATMA
When should you use?
Pros
- Economy
- Allowing correction
- Overtime survey
- Third party
Cons
- Limited content
- Limited scale
- Subjective consistency